It's no secret that the auto industry is full of bitter rivalries, but the latest spat between Fiat and Nissan is starting to heat up.

It's no secret that the auto industry is full of bitter rivalries, but the latest spat between Fiat and Nissan is starting to heat up.

Things kicked off at the Los Angeles Auto Show during the unveiling of the Fiat 500e. Speaking with Bloomberg, Matt Davis - Fiat's North American Head of Product Marketing - said “Let’s be honest, ugliness is probably one of the worst forms of pollution. The Fiat 500e proves that you do not have to give up on good looks to deliver an electric car.”

Davis' words didn't fall on deaf ears as Nissan's head of global marketing, Simon Sproule, later told Automotive News, “Let’s face it, Fiat has not shied away from controversial styling themselves. Many would describe many of their products as visual pollution. Take a long, hard look at the Fiat Doblo.”

Sproule also added the Leaf is a "fully functioning" car whereas the 500e is too small to be practical. He went on to say "I don’t think they have the credibility or the hardware to stand behind these kinds of statements. Either you’re committed to it or not.”